By now you know you need to be on social media.
It’s almost a necessity.
But what’s more important than just being on social media is having a campaign that works for you.
If your strategy isn’t focused, you’re simply not making the most of your efforts.
In this post we’ll talk about 5 steps that will help you focus your social media campaign so that you get the best results.
Step #1: Choose Your Platforms
What works well for one business or blog may not work for another.
Though there may be some social networks that are used more than others, there is no single perfect social network.
It all depends on your audience.
The first step to focusing your campaign is to choose the platforms that work for you. Think about your target audience and where they are most likely to spend their time.
If you know your readers, this should be a pretty easy step. If you’re not completely sure , check your analytics to see where your traffic is coming from.
Do the necessary research to really get an idea of where your audience is to help you choose the right platforms to put focus on.
Step #2: Create Your Goals
Now that you know which networks to focus on, decide your goals for each of them.
How will you use the specific features of each?
- Will you utilize Twitter lists or Google+ hangouts?
- Will you make use of groups on Facebook?
- More importantly: How will you use these features?
Beyond each network, determine your overall goals for your social media campaign.
What are your short-term objectives for using social media? What is your long-term plan? Are you looking to increase traffic, sales or engagement?
Knowing your goals will help you focus and align your social efforts.
Create Metrics to Measure Your Goals
The third step to have metrics by which you will measure your goals.
This could be how many retweets you get or how many comments you receive on shared posts. Maybe you want to track link clicks or email sign-ups.
There are many different metrics you can use to determine the success of your marketing campaigns.
The ones you choose will depend on your specific goals.
Not sure what metrics to track? Here are some ideas:
- If you want to track your reach, measure things like exposure, traffic or even your audience demographics.
- If you’re tracking engagement, focus on things like retweets, replies and participation.
- If you’re trying to drive traffic to your site, follow your clicks, shares and conversion stats.
Step #4: Create an Editorial Calendar
Editorial calendars are great for managing your content but they are also great for visualizing your social media marketing.
If you already have a calendar system, you can just add to that.
If not, an Excel sheet or an editorial calendar plugin will both work great.
For your calendar, think about your social media goals. Include categories that will help you reach them. Categories like:
- Post titles that will get attention
- Different content formats
- Targeted keywords
- Specific social networks
- Promotional tools
- Any related marketing
- Any other tracking tools.
Even if you schedule your posts ahead of time, pen in some time to interact with your followers. Also, schedule any post updates, hangout times and other interactions.
If you fail to plan, you plan to fail and all that jazz.
Step #5: Review and Adjust
The fifth step is to evaluate your efforts.
How are you doing on your goals? Are you meeting them or are you falling short?
If you aren’t where you want to be, what are you missing?
Go back and review your campaign. Are you on the right platforms and are you reaching the right people?
Evaluate your campaign and adjust where it is needed, and then measure again.
Even if your campaign is working, it’s important to evaluate every now and then.
Audiences change and so do their interests. With online marketing, what works one month may not really work in 6 months. What’s more, you may decide to change your goals for each platform and evaluating your goals and your calendar will help.
When it comes to social marketing, it’s incredibly important to have a plan.
Find your perfect outlets, establish your goals, create a detailed calendar and evaluate your plan periodically. By staying on top of things, your marketing will be even more effective.
Over to you: Do you have a strategy for focusing your social media campaign?